37 @@U@@@U@@@Q@@ , It 51 . e S INCE the day Lord & Thomas began business nearly seventy years ago, our clients have invested through us over $500,000,000 in adver- tising. More than one-third of that amount ($180,000,000) has been placed through us in the last five years of depression. "So what?" one may properly ask. And to that question, here is our ans'\ver: $500,000,000 buys a lot of advertising experi- ence. And the period of seventy years spans four major economic cycles in this country - cycles that embrace every phase of growth, prosperity and depression. Naturally, so much experience, acquired under such a wide variety of cond.itions, leads to a defi- nite point of view. It leads to principles that make advertising ventures safer and more profit- able. It leads to habits of alert and aggressive response to every crisis or change. Such qualities distinguish both the history and the present practice of Lord & Thomas Money-Making Principles Just thirty years ago, Lord & Thomas startled the . -business world by defining advertising for the first x e . Ie . time as salesmanship-in-print. Which means: "give the consumer in an interesting waY"l the REASON-WHY it is in the consumer's interest to buy the wares you have for sale." Time has richly fulfilled the meaning of those words. Today we know ways to search every adver- tising project for the winning reason-why. We have fully developed the technique to recognize the great selling idea - to power it with drama and exciting news - to drive it with lightning impact straight to the mark of consumer interest. These things are not easy to do. And few are the men who can do them. So it is that a Lord & Thomas advertising pro- gram usually starts with the odds in its favor. Creative ability, seasoned experience and pre- determined results combine to insure maximum safety and profit. The responsibilities of investing $500,000,000 for clients in advertising have taught us these exact methods of salesmanship-in-print. And the experience of 63 years proves that only when advertising is salesmanship-in-print can it hope for enduring success and continuous profits. LORD & THOMAS advertising There are Lord & Thomas offices in New York; Chicago; Los Angeles; San Francisco; Toronto; Paris; London. Each office is a complete advertising agency, self-contained; collaborating with other offices to the client's interest.